US27 Motorsports & Trailers

What US27 Motorsports & Trailers does

US27 Motorsports & Trailers is a privately held Michigan powersports and trailer dealership group operating from a flagship 30+ acre facility in St. Johns (25,000+ sq ft of indoor showroom) with two Harley-Davidson-branded satellite locations — Lansing Capitol HD and Battlecreek HD. The company retails new and pre-owned ATVs, UTVs/side-by-sides, motorcycles, snowmobiles, personal watercraft, and pontoon boats under authorized dealer agreements with major OEMs including BRP (Can-Am, Ski-Doo, Sea-Doo, Lynx), Polaris, Honda, Yamaha, CFMOTO, Kawasaki, Ducati, KTM, Royal Enfield, and Harley-Davidson. Trailer inventory exceeds 800 units across 14+ brands (Aluma, Karavan, Triton, etc.) and multiple categories including cargo, dump, equipment, snowmobile, utility, watercraft, and kayak trailers.

The business operates a traditional brick-and-mortar dealership model supplemented by an online parts storefront (us27online.com). Revenue is generated across four streams: vehicle sales (one-time unit pricing, ranging from ~$899 for entry-level PWC trailers to over $46,000 for premium Polaris Ranger XD 1500 units), parts and accessories (one-time, online and in-store), service and repair (professional services for warranty and maintenance work), and financing facilitation (transaction fee, with subprime-friendly credit programs). Customers include recreational powersports enthusiasts, hunters, farmers, and outdoor adventurers across the Michigan market, with the St. Johns location positioned as the "Gateway to the North" for the state's recreational areas.

Technology infrastructure is commodity dealership SaaS: Dealer Spike powers the website and inventory management, LiveAdmins provides live chat (human-operated), Google Maps is embedded for directions, and Progressive Insurance is integrated for quote referrals on vehicle listings. No proprietary technology, AI/ML capabilities, developer-facing APIs, or unique data assets are evidenced. The company appears to be family-owned or independently held with no disclosed funding rounds, parent company, or institutional investors.

Name

US27 Motorsports & Trailers

Legal name

US 27 Motorsports

Website

https://us27motorsports.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

US27 Motorsports & Trailers is a privately held Michigan powersports and trailer dealership group operating from a 30+ acre flagship in St. Johns plus two Harley-Davidson franchise locations in Lansing and Battle Creek, serving recreational and utility buyers of ATVs, UTVs, motorcycles, snowmobiles, PWC, pontoons, and trailers.

Ownership category

akta.pro rank

Product category

Powersports Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro industry

PRIMARYCRAOANAK

Motorcycle, powersports & ATV parts and accessories distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

SECONDARYFSAKADAG

Motorcycle & Powersports Finance

Financial & Insurance/Lending & Consumer Finance/Auto Lending & Vehicle Finance

Keywords

• Powersports dealership
• Trailer sales
• ATV and UTV dealer
• Motorcycle dealership
• Recreational vehicles

Headquarters

HQ city

Saint Johns

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Infrastructure, Personnel, Operations, Marketing or Sales

Revenue model

1. Vehicle Sales: Sales of new and pre-owned powersports vehicles including ATVs, UTVs/SXS, motorcycles, snowmobiles, personal watercraft, pontoon boats, and trailers. Both individual unit sales and dealer transactions.
2. Parts & Accessories: Sales of OEM parts and aftermarket accessories for all vehicle brands sold. Online parts ordering available through us27online.com.
3. Service & Repair: Vehicle service and repair department handling maintenance and repairs for powersports vehicles.
4. Financing: Vehicle financing programs offered to customers, with options for individuals with varying credit histories.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

US27 Motorsports & Trailers is a multi-location Michigan dealership group that sells new and pre-owned powersports vehicles (ATVs, UTVs/side-by-sides, motorcycles, snowmobiles, personal watercraft, and pontoon boats) alongside an inventory of more than 800 trailers. The dealership complements vehicle sales with an OEM and aftermarket parts department, a vehicle service and repair department, and in-house financing programs including options for buyers with bad credit.

Product overview

US27 Motorsports & Trailers is a multi-location Michigan dealership offering a comprehensive powersports and trailer portfolio. The core offering spans five vehicle categories—ATVs, UTVs/Side-by-Sides, motorcycles, snowmobiles, and personal watercraft/pontoon boats—supplemented by over 800 trailer units and supporting services (parts, service, financing). Major brand relationships include BRP (Can-Am, Sea-Doo, Ski-Doo, Lynx), Polaris, Honda, Yamaha, CFMOTO, Kawasaki, and numerous trailer manufacturers. The product portfolio is organized as a unified dealership offering but segmented by vehicle type (powersports vs. trailers) and brand sub-pages for BRP products and Polaris.

Differentiator

Problem solved

Functional benefit

Brands

• Lansing Capitol HD®: Harley-Davidson dealership location in Lansing, MI
• Battlecreek HD®

Products and services

• ATVs (All-Terrain Vehicles) New and pre-owned all-terrain vehicles from brands including Can-Am, Polaris, Honda, Yamaha, CFMOTO, Kayo, Denago, and SSR Motorsports, available in youth and adult sizes for utility, trail riding, hunting, and recreation. Sold to individual Michigan consumers through the St. Johns dealership.
• UTVs / Side-by-Sides (SXS) Utility Terrain Vehicles and sport side-by-side vehicles including Polaris Ranger, RZR, Can-Am Defender, Maverick, Commander, and CFMOTO models in 2-passenger, crew, and youth configurations with multiple powertrain and cab options. Sold to individual consumers for work, recreation, and family use.
• Motorcycles & Scooters Street motorcycles, dirt bikes, adventure bikes, cruisers, scooters, and Harley-Davidson models from brands including Honda, Yamaha, Kawasaki, CFMOTO, Benelli, Beta, KTM, Ducati, Royal Enfield, SSR Motorsports, Denago, Stacyc, and Greenger. Harley-Davidson inventory is concentrated at Lansing Capitol HD® and Battlecreek HD® locations. Sold to individual riders across on-road, off-road, dual sport, sport, standard, and touring segments.
• Snowmobiles New snowmobiles from BRP brands (Ski-Doo, Lynx) and Polaris in trail, mountain, crossover, sport, touring, utility, deep snow, wide-track, and youth configurations featuring Rotax engines. Sold to Michigan winter recreation enthusiasts for trail riding and backcountry exploration.
• Personal Watercraft (PWC) Sea-Doo personal watercraft including Spark, GTI, GTX, GTR, RXT-X, RXP-X, Wake, and FishPro fishing models in 2-passenger and 3-passenger configurations with Rotax engines. Sold to individual consumers for recreation, sport, and fishing on Michigan waterways.
• Pontoon Boats Sea-Doo pontoon boats for family recreation and fishing, available in various lengths and configurations. Sold to individual buyers for lakeside recreation in Michigan.
• Trailers Over 800 trailer units including car/hauler, dump, enclosed cargo, equipment, snowmobile, utility, watercraft/PWC, kayak, and pontoon trailers from brands such as Aluma, American Hauler, Discovery, Genesis, Karavan, Impact, Sport Haven, Triton, Yacht Club, Nordtek, United, Watchdog, Mission Trailers, and Shore Haven. Sold to consumers and small businesses for vehicle transport, equipment hauling, cargo, and recreational toy hauling.
• Parts & Accessories OEM and aftermarket parts and accessories for all vehicle brands carried by the dealership, available both at the St. Johns parts counter and through online ordering via us27online.com. Sold to vehicle owners needing replacement parts, upgrades, riding gear, and add-ons.
• Service Department Vehicle maintenance, repair, and service operations for powersports vehicles sold at the dealership. Service appointments are scheduled through an online request form and the work is performed at the St. Johns service department. Sold to vehicle owners needing warranty work, routine maintenance, or repair.
• Financing Vehicle financing programs with flexible terms for customers who have good or bad credit, including trade-in valuation against a new purchase and online quote requests. Sold to individual buyers needing credit support to complete a vehicle or trailer purchase.

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Camping World Holdings: Largest U.S. RV dealer group with full-service sales, parts, service, and F&I across many states. Operates a similar superstore-format dealership model, though in RVs rather than powersports.
• Group 1 Automotive: Large U.S. franchised auto dealer with both new/used vehicle and F&I revenue streams. Comparable multi-store franchise dealer model.
• Lithia Motors: One of the largest U.S. automotive dealership groups with a multi-brand, multi-store roll-up strategy. Relevant reference for US27's regional roll-up potential and dealership-margin benchmarks, though US27 operates in powersports rather than autos.
• Penske Automotive Group: Global automotive and commercial truck retailer with diversified franchise holdings. Useful benchmark for dealer-group economics and franchise concentration risk.
• Asbury Automotive Group: Large U.S. franchised auto dealer group with significant F&I and parts/service operations. Comparable in operating model and franchise dependence, though auto-focused.
• Lazydays Holdings: Multi-location RV dealership group with full-service sales, service, and financing. Comparable dealership economics and lifecycle revenue model, though concentrated in RVs.

Direct peers

• OneWater Marine: Public boat and marine retailer operating a multi-store dealership platform. Closely comparable to US27's boat/PWC and trailer business in terms of unit pricing, financing, and seasonal demand patterns.
• MarineMax: Largest U.S. recreational boat and marine dealer with multi-store retail and F&I capabilities. Highly comparable superstore-dealership model, though focused on boats rather than powersports land vehicles.
• RumbleOn: Public powersports and used-vehicle marketplace that both operates dealerships and runs an online buying platform. Most directly comparable as a powersports dealer with omnichannel ambitions, though much larger and digitally native.

Emerging players

• Comoto Holdings: Private powersports aftermarket and retail platform (RevZilla, Cycle Gear). Adjacent competitor in the powersports parts/accessories and apparel category that could overlap with US27's parts and accessories revenue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC42COvqBhXCXxGydZw6hcTQ
• Facebookfacebook.com/us27motorsports
• Instagraminstagram.com/us27motorsports
• Xx.com/us27motorsport
• LinkedInlinkedin.com/company/us-27-motorsports

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about US27 Motorsports & Trailers